Watch for a very niche market! ............. Yet, wonder why Omega can grab the pole position in China's market share, well ahead of the simpler designed & easily regconisable Rolex ............. when there are so many average Joe in red China 
Yes, like terence commented, it's the power of marketing. Maybe 007 also plays a part, hence many Chinese mainlanders like Omega.
Same goes for most people in Malaysia, Loleks is the no. 1 "prestige" watch, especially many uncles, apek businessman and/or elderly people who swears by Loleks.
One generation older like my uncles, all go for Loleks as the premium watch and Omega as the mid-range watch.